by Dana Johnson, Assistant Director of Sales of the Pfister Hotel, Hilton Milwaukee City Center, and InterContinental Milwaukee

As the trend continues upward in experiential travel, planners are tasked to find a way to keep their attendees from venturing away from the conference or meeting, by providing a unique opportunity to learn something new, entice their palate, and build deeper connections with their fellow attendees. This concept has evolved well beyond the “frost your own cupcake” and “create your own granola” break packages. It has matured into precisely executed and purposeful events that engage attendees’ minds and palates on a deeper level.